1. Democratize – standardize the data and give open access to the data or reports to the masses.
2. Focus – what are the killer metrics / levers in the business? Does everyone know what these key metrics are?
3. Own – give people ownership for key metrics. Someone who pulls together the team to drive the metric, educate, evangelize, report.
4. Partner – put goals in performance plans of cross-functional partners.
5. Define – Define your metrics in ways people can understand. Use industry standards. Describe definitions in laymen’s terms, and educate the masses.
6. Report – Create an easy to read, regularly updated, consistent report that is distributed widely.
7. Co-habitate – Merge your analytics with standard business reporting. Where are the eyes on the business? Put your metrics there. Put them at the top. Don’t reinvent reports and channels.
8. Visualize – Show some meaning behind the numbers. Connect emotionally, create internal buzz and sound bytes.
9. Causate – Show the connections of what causes what: Y=f(x). This is a Six sigma methodology. Do A/B testing and pilots to show what moves these metrics people are now paying attention to.
10. Extrapolate – Show what if scenarios. If we do this, this lever changes, makes this customer or P&L impact. Then extrapolate to larger number (a quarter of a year of impact) to get a lot of attention.
11. Compete – Create internal competitions to improve metrics. Inspire people with stretch goals with a “Results Rabbit” for people to go after.
12. Share – Present results of business impact related to web metrics. Show the impact to the business.
What do you want people to say about your brand?
Why should they say anything at all?